The algorithms do a good job of putting the
right mail in the right tabs. From a user perspective it greatly enhances the
email experience. My inbox is no longer clogged with low priority mail, I can
focus on the important stuff very easily. Of course users could have already
done something similar with filters and folders, but this solution required no
user effort and intuitive.

But from the point of
view of a marketer my personalised and hand crafted emails are now stuffed into
a tab with all the competing messages. Hidden from sight and as we know, out of
sight can mean out of mind. Users have to decide to open the promotions tab and
want to click on my mail. The need to stand out form the crowd with the subject
message becomes even more important.

The update is optional,
but I would suspect a large portion of the 425 million active accounts (june 2012) will switch. And when they do so I
expect it will directly impact on take up of DM promotions.